Inside The New Universal Orlando Annual Passholder Look
Everybody likes to have a place where they belong. A place where everyone just gets you. And where you can share some of your most precious and memorable moments.
That’s what it’s like when you’re a part of the Universal Orlando Annual Passholder community; it’s like family. And this month, we’re celebrating 25 epic years by giving our Passholders a gift. Since you’ve shown us unwavering love through the years, we want you to know that the feeling is truly mutual with the shiny, new UOAP branding.
As Art Director on the new UOAP branding, I can honestly say that it was definitely a labor of love for several members of our team for the past year. But that long process has been completely satisfying when you see where we are today.
To take on an important job like rebranding the Annual Pass program is a daunting assignment. I mean, this is for our most loyal fans; the people that know us inside and out. As a designer, you realize the importance of this task and you just know that, when you get this kind of a project, it’s going to be a beast.
At the onset of this project, after all the research and briefing was done, five designers and a handful of writers were put to the task of finding a new and unique way to rebrand this program. I was lucky enough to be one of them.
On and off for the next several months, we strategized, brainstormed, designed, and presented. To then go back and do more of the same.
A table full of ideas was eventually whittled down to five. Which then became three. And after more critiquing, by everyone from senior management to focus groups, a final selection was made.
What was exciting for me was that the initial idea for the concept had struck me early on. It was thrilling to see the idea persevere and be selected.
What made this design so special was that it centered about an abbreviated name of our Passholder program. It’s a clean, bold mark that our Passholders could proudly wear as a badge of honor.
With our path chosen, we set about digging in to all the details of creating a new identity system. Is the layout properly balanced? Is the logo the right size? What’s the right shade of blue? Do we need to spell out “Annual Pass”? How will all the different pieces family together?
These are just a few of the questions you need to answer to help you reach the best possible solution for a branding project of this magnitude. But in the end, it’s all worth it to create something special for our Passholders.
So come on in. Enjoy the logo, crack open the new Passport. And welcome to the family.